The Influence of Advertising Attraction and Celebrity Endorser on Purchase Intention of Cosmetic Products
DOI:
https://doi.org/10.35870/jemsi.v9i3.1166Keywords:
celebrity endorsing, cosmetic, advertising attraction, customerAbstract
This study intends to examine how celebrity endorsing and advertising attraction affect customer interest in purchasing cosmetic products. This study is quantitative in nature. Using a purposive sample approach, 100 respondents made up the study's population. Interviews and questionnaires are two common data collecting methods. A Likert scale was used to assess the instruments used to collect data on the variables X1 (Ad Attractiveness), X2 (Celebrity Endorser), and Y (Purchase Intention). The findings of this study suggest that the factors of advertising allure and celebrity endorsers significantly influence consumer interest in making purchases. In the coefficient of determination test, the dependent variable (purchase intention) is influenced by 77% of the independent factors (advertising attractiveness and celebrity endorsement). While additional factors not included in this regression analysis may have an impact on as much as 23%.
Downloads
References
Abdillah, W. (2018). Information systems integrated research method. Yogyakarta: Publisher Andi.
Adiyanto, N. (2010). The Effect of Advertising Source Credibility on Consumer Purchase Interest: Case Study on Yamaha Jupiter MX Valentino Rossi Version Advertisement. University of Indonesia.
Anggoro, A. T. (2015). The Effect of Green Product on Consumer Purchase Interest: Case Study on Philips Compact Flourescent Light in Depok Area. University of Indonesia.
Astika, S. T. (2015). The Effect of Celebrity Endorser Credibility on Consumer Purchase Intention: Study on Dian Sastro Version of Loreal Shampoo Advertisement. University of Indonesia.
Cakim, I. M. (2009). Implementing word of mouth marketing: online strategies to identify influencers, craft stories, and draw customers. John Wiley & Sons.
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41-46.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
Gunawan, F. E., Wilujeng, F. R., Rembulan, G. D., & Tannady, H. (2020). Service quality analysis of smes tempe in province of Jakarta, Indonesia. Technology Reports of Kansai University, 62(7), 3827-3833.
Pandiangan, S. M. T., Octiva, C. S., Yusuf, M., Suryani, S., & Sesario, R. (2022). THE ROLE OF DIGITAL MARKETING IN INCREASING SALES TURNOVER FOR MICRO, SMALL, AND MEDIUM ENTERPRISES. Jurnal Pengabdian Mandiri, 1(12), 2601-2606.
Shah, M. (2014). Educational Psychology: With a New Approach. Bandung: PT. Remaja Rosdakarya.
Suyoto, Y. T., & Tannady, H. (2022). Ideal Self-Congruence: Its Impacts On Customer Love And Loyalty To Luxury Brands In Indonesia. International Journal of Professional Business Review, 7(6), e0769-e0769.
Tannady, H., & Purnamaningsih, P. (2023). Determinant factors customer satisfaction and its implication on customer loyalty: from the perspective of customers of Vespa. International Journal of Science, Technology & Management, 4(2), 434-438.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
